Case Study: SEO Improvement Measures for E-commerce Site Product Category Pages

• Client: D2C Ecommerce website for sports apparel brand
• Skills utilized: SEO

Overview

Our own product category page was losing in search rankings to competitor pages, resulting in missed opportunities.

To solve this problem, we focused on SEO measures and simplifying the workflow for content updates.

Challenges

• Our official site's product category page was ranked lower than Amazon and Rakuten for long-tail keywords.
• Many product category pages were not well-maintained.
• The workflow for updating text was complicated (Translation company proposes SEO text → SEO review → Branding review → IT team applies changes).
• 14,000 yen per month was being spent on SEO measures for about 20 changes to meta titles/descriptions.

Goals

1. Improve search ranking and increase clicks.
2. Improve the text of product category pages and simplify the workflow.
3. Reduce SEO measure costs.

Strategy & Implementation

1. Simplification of workflow:
   • After discussions with the translation company, marketing team, and the head office IT team, we agreed on a workflow where I could freely change the text of the product category pages.
   • Previous workflow: ① Proposal by translation company ② In-house SEO review ③ Branding review ④ IT team applies changes
   • Current workflow: ① Branding review ➁ I apply changes (I propose those with SEO opportunities)
   • We reduced monthly expenses by 130,000 yen by removing the translation company from the workflow.
2. Text improvement:
   • We updated the meta title, meta description, header description, and footer description of the product category pages.
   • We created a content map and monitored the performance of each product category page.

Results

• Clicks: Increased by 25% (compared to 2021)
• Search ranking: Average 35th place → Average 20th place (compared to 2021) / 500 keywords

Conclusion

By simplifying the workflow and improving the text, we were able to reduce task hours and outsourcing costs, and improve search rankings and clicks. This improvement measure allowed our product category page to reach more users and reduce missed opportunities.